I am a B2B marketer and, for some time, have felt compelled to write to all of you about the often discussed yet never solved marketing and sales alignment gap. In no way is the intent of my letter to cast aspersions upon you or point the finger for the gap that exists between us. This letter is meant to serve as an apology to all of you on behalf of all of us B2B marketers (and since I am writing on behalf of all B2B marketers, I will speak as the collective “we”).

We hope this letter is accepted with the sincerity in which it was written. We hope it can be the start of something transformational between marketing and sales. We truly believe that to adapt to the changing B2B buyer, we must work together in a collaborative fashion and that, in doing so, we will deliver incredible value to our customers and increase our companies’ revenue exponentially.

We know that we have a rocky past, but we are committed to a healthy future together. To get there, we vow that we will build our relationship in the future by doing the following:

We Will Listen

As marketers, we’re aware of our tendency to talk. We are full of good ideas, and we are aware of our ability to make things look pretty. We are also aware of our aptitude for pulling numbers and putting them in PowerPoint presentations to show how successful our marketing campaigns have been. However, we have also come to realize that we are really bad at listening. Sure, we know that every once in a while we send an email asking for sales input, but in reality, we haven’t given your responses  much consideration. Starting now, that will change. We will continually involve you in our work. We want to know what you need from marketing to be successful. We want to know what you mean when you use the word “lead” so that we can deliver quality ones to you. And not only will we listen, but we’ll translate that listening into action.

We Will Work With You to Deliver a Process-Based Lead-Management Approach

We know that in the past we have taken a very “top of the funnel” (i.e. lead generation) approach to our marketing. We know that when “leads” came into the funnel, all we did was dump them on you, so you could follow up and sell. We then went back to our PowerPoint presentations, so we could tell management about all the leads we generated.

But now, in listening to you, we have realized that what we generated were not really “leads.” They were more like “responses.” To correct this, we promise to develop, in collaboration with you, a lead-management approach so that you receive only the best quality leads. This process will ensure that all leads are managed through the buying process. By marketing this way, we hope to help you increase the conversion rates on the leads you will receive, which will ultimately increase your sales numbers.

In addition, as part of this process, we will work to ensure the integrity of our marketing and sales data. We will ask you to help us plan our quota (i.e. the amount of revenue for which marketing will be responsible, and the number of leads it will take to get there). We will ask you to help us build a lead-qualification framework. We will ask for your help in developing nurture strategies that help push deals through the pipeline in a more timely fashion. We need your help to build this lead-management framework effectively.

We Will Become Coin-Operated

We confess that when we are in our marketing meetings, we often talk about sales being “coin-operated” as if it’s some kind of disease.  We understand that coin-operated (i.e. having a revenue creation mindset) is a healthy way to look at our business. Please forgive us for the derision. Going forward, you can consider us coin-operated marketers. We will look at our marketing success in terms of the number of leads you accept from us and how many of those leads contribute to revenue. We will deliver reports that show the revenue we have helped create through our campaigns. We look forward to helping you create more revenue for our company. We will need your help in this area as we are not accustomed to working this way. As part of our commitment, we will make our marketers compensation tied to revenue, just like you. In doing so we will share the burden with you and be more aligned towards a common goal.

We Will Market by the Numbers

We will no longer market by activity-driven pressures. We will not attend events, send emails, buy online ads or run social campaigns simply because it is “what we have always done” or because “we have money in the budget to do so.” Instead, we will measure our campaigns based on their contribution to revenue. We will then continue to run those campaigns which contribute to revenue, and do away with those that do not. We will use business intelligence that we derive from both marketing and sales metrics to help us plan for the future. (We’ll need you to share your metrics with us.)

We Will Be Accountable and View You as Our Customer

We will no longer point the finger at sales, blaming you for “not getting it” or suggesting that more diligent follow up on leads by you will solve our problems. We will be open with you, sharing our failures. We will learn from them and seek to improve. We will also share our successes with you. Together, we’ll show management how we’ve created more revenue for our organizations. We won’t hide behind insignificant data such as “opens” and “clicks.” We’ll focus on numbers such as lead to sale conversions and marketing pipeline contribution.  Based on metrics from the past, we’ll commit to goals and objectives and do our best to meet them. You have a quota, and now, we’ll have one as well. We’ll ask you for continued feedback and input.

We hope you can see our earnestness in what we’ve written here, and that, together, we can begin anew. Our prospects and customers are tired of us bickering and pointing the finger at each other. They want us to deliver value, provide relevant content, and address their pressing needs. I’m confident we can do so together.

We look forward to a long lasting and fruitful relationship!

Sincerely,
B2B marketers everywhere

Mack is a friend, a smart blogger and a big-hearted soul. I admire him in many ways. But on this subject we disagree. Inherent in Mack’s title question is the idea that if we bloggers make money on our blogs, we should find ways to share it with our readers. I love you Mack, but either I don’t get it or you are just wrong on this one. Here’s my view, and then let’s get all of yours.
Most of us in the MarketingProfs community, including the writers, are marketers, designers, PR types, advertising specialists, entrepreneurs and business managers or executives. We do what we do for two reasons: 1) we love our work (I hope) and 2) we need to make a living.
To that end, our blogs, including this one, are designed to do several things: 1) to share ideas and information freely, 2) to provide reader value, 3) to build our brands and our businesses, and for some of us, 4) to provide additional income. I believe these reasons are ethical, values-based and smart business.
Mack asks in his post: How can we share our revenues to provide readers with value? How can we share the profits? (It is a question not a diatribe on what we should do.)
I believe we provide value in our words, wisdom, and sharing. As an author, when someone buys my book, I am appreciative, and I am confident they will receive value for their purchase price. It is a basic business principal: You give me something, usually money, and in return I provide value in the form of a product or service.
As a marketer, one of the services you give me money for is advertising. Not on my blog, because I don’t sell space, but where I can best get your ads placed that will reach your target audience and grow your business. Your value is in the advertising’s effectiveness.
The same is true for blogs. If MarketingProfs sells advertising here at the Daily Fix, they are not compelled to share that revenue with us. Nor is any other blog. You receive value in the posts and in the contents of the advertising, as well, if the product, service or idea is something you want or need. If you don’t receive value in the posts, you won’t return.
In conclusion, if we monetize our blogs, I believe we insult our readers by sharing that revenue with them and cause harm to the basic business principal of fair exchange. If we share our revenue, it is bad business and doing so implies that our posts are crap and offer no value in and of themselves. It’s akin to buying a washing machine, sharing in the sales person’s commision, and then getting home to discover the washing machince sucks.
So there you have it. The value is in the words. Bloggers keep any revenues they make because they earned them. Now, let me have it. Maybe in our conversation and comments we can find a way to discontinue this conversation (or maybe not). Is the value in the posts or should we be sharing whatever monetization of our blogs exists?